How to Make Your Prospects’ E-Mail Experience Better

E-mail marketing is so effective it’s easy to begin to think of it as simply an engine that drives your sales results. The problem with this thinking is that it removes the human element from the equation. And, the success of e-mail campaigns relies on the human element. Your e-mail must be a personal experience for your prospects. Here are four questions you need to answer to get you headed in the right direction to make your prospects’ e-mail experience better.

  1. Why did your prospects sign up to receive your e-mails?

You have to know the answers to this so you can make sure you meet those objectives. Then you begin the work of striking a comfortable balance between pleasing your prospects and driving revenue.

When you know why your prospects want to hear from you, you can create very strategic content so it’s not necessary to bombard your prospects with too many e-mails, which will only work to turn them off on your brand. Predictive modeling can help you further segment your prospects to ensure a better e-mail experience for them.

  1. How often do you think about your prospects when you develop your e-mail campaigns?

We’re all a little guilty of it. We fall into the trap of thinking of e-mail simply as a tool for driving leads. We sometimes forget that there are living prospects on the receiving end of our e-mails. And, e-mail is a great medium to really address your prospects’ different needs and wants, developing content that speaks to them. Always keep the human element in mind when executing your e-mail campaigns.

  1. Is your content hitting the right note?

I believe e-mail is a great way to have a personal conversation with your prospects. So, even when you’re announcing a special sale, a new product launch – whatever – you need to make sure you are keeping it personal for your prospects. Tell them why it should matter to them. This thinking should start at the subject line with a message that has meaning and relevance to the prospects receiving the e-mail.

Prospects only view your e-mails for a few seconds. To have impact, your e-mails must be “scanable” to easily determine value. Best practices really apply here. Often the urge is to overdesign e-mails, but you do so to your peril. Keep in mind that most prospects view your e-mail on a mobile phone. Keep reminding yourself of that when you’re tempted to keep adding to the design.

  1. Is how you’re saying what you’re saying making a connection?

It’s not only important what you say but also how you say it. The tone of your e-mail matters. The tone should be in line with your brand and reinforce how you want prospects to view your brand. There is a tendency to forget this when creating content for e-mail.

Your e-mails should also set a good customer service tone. Give prospects links to helpful or pertinent information. Don’t make them hunt for it.

E-mail is a personal medium that works wonders to drive leads and sales. It has a high ROI. Make sure you are using it to its fullest potential.

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9 Social Media Trends to Watch for 2018

Modern Keyboard With Colored Social Network Buttons.

I came across this infographic by film editing simplifiers Filmora that lists nine trends we marketers should keep an eye on in 2018. A few that got my attention:

  • Video, especially livestreaming, is watched three times longer than regular videos.
  • 30% of our chat conversation will be with chatbots in 2018.
  • Increased brand participation in “dark social” or platforms not publicly visible, like the messaging apps WhatsApp, Messenger, and WeChat.

To see all nine trends to watch for in 2018, here’s the infographic.

How to Use Content to Attract Customers and Close Sales

We all know that content is king. It’s the driving force behind attracting customers and closing the deal. The following seven tips should help you get the highest ROI from your content marketing. Choose the ones that work best for you.

  1. Approach Content Like It’s Tactical Warfare

If you’re going to win the marketing war, you have to have a strategy that has multiple components that reach your prospects on different platforms and specialized ways. Even more importantly, you have to make sure you publish new, relevant content regularly to boost your SEO. And, while you’re at it, refresh your old content so it appears new. Your prospects will like this and so will search engines.

  1. Make Content Laser Focused

You can’t be all things to all people, but by using data analytics, you can get pretty darn close. See what your prospects’ actions are telling you about what they want from you – then deliver it to them with content that speaks to their desires or that answers frequently asked questions. An added advantage of this approach is that it boosts your key word search results.

  1. Develop Content That has Value

If you want prospects to give you their information, you have to give them something in return. And, it needs to be something they want and can use. This encourages paid ad clickthroughs, increasing the number of eyeballs that see your content. Consider offering exclusive content for social followers or build a highly targeted Facebook group for prospects that offers content your data has indicated will be useful to them. Work with sales to find out common objections and address those in your content.

  1. Disseminate Content Far and Wide

Use your website and other social channels strategically to get your content to your prospects where they are.

  1. Actually Look at Your Data

I know it takes time, but if you actually look at your data, it tells you quite a bit about what’s working and what isn’t. You can use your data to determine where you have content gaps and then work to fill them.

  1. Build Targeted E-mail List Segments

The data you gather from engagement in your content pieces can be use to create an e-mail list group that is highly targeted and features specific conversion pieces.

  1. Advertise Special Content Pieces

If you have created an exceptional content piece – like a white paper, case study, or e-book – advertise it to prospects. Ask them to request it from you, which is a much easier way to get the process to “yes” going.

These seven tips are pretty comprehensive. Don’t worry if you’re not doing all of them all of the time. The point is to have them on your radar and to implement as many of them as works for your business. Good luck!

 

The Producers Helped Capriotti’s Win Top Honors at FLDC


The 2017 Franchise Leadership Development Conference was held October 11-13 in Atlanta, Georgia. Each year, Franchise Update Media works with a team of highly respected researchers to personally evaluate various participating franchise sales organizations and awards franchise winners in several categories at this well-attended event.

Walking away with the Star Award for Best Social Media Presence is Capriotti’s!

“I want to thank everyone on the Producers team for their hard work over the past year.  You are great partners and do such an amazing job each week promoting our brand on social media platforms and creating effective content. We could not have won this award without your team.” Bruce Evans, Capriottis – VP of Franchise Development

Congratulations, Capriotti’s!

 

 

 

 

 

E-Mail Continues to Prove Its Effectiveness to Reach Prospects…Learn How

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According to a June 22, 2017, article in Entrepreneur, the first marketing e-mail was sent nearly 40 years ago by a marketer named Gary Thuerk from Digital Equipment Corporation. Wanting to promote his company, Thuerk decided to send an e-mail to approximately 400 people. It worked! His company saw a huge spike in sales. And, the rest is history.

While there’s no denying the effectiveness of e-mail, one of the inherent problems for marketers is the reality that prospects have short attention spans. But, there is good news on that front. After analyzing data from billions of e-mail opens from 2011 to 2016, Litmus just released a report that states the average time spent reading an e-mail has increased by nearly 7% since 2011.

That’s great news, but the reality is that attention spans are still pretty short. So, for our e-mails to be the most effective, we need to keep these guidelines in mind:

  • All of your e-mails MUST be mobile friendly. If they aren’t, you will lose subscribers.
  • Make sure your subject line speaks to what is in the content of your e-mail. If it doesn’t, your readers feel tricked.
  • Take advantage of headlines, subheads, and bullets to quickly communicate information.
  • If you are going to use an image, make sure it’s a good one that grabs attention and connects relevantly to your content.
  • E-mails that take a long time to load because there are too many large images won’t get read. Period.
  • Sometimes you need to write a long e-mail, and that’s okay. Just make sure you don’t go over 102kb because if you do, it will likely get clipped by the e-mail provider.
  • Always test your e-mail across platforms to make sure it can be opened and read and that all of the links work.

 

 

How to Beat the Holiday Slump

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Everyone knows the holidays can be anything but jolly when it comes to your e-mail campaigns. From November to January, just about everyone notices a dip in their leads. Here are some tips to help you ride out the remainder of the holidays and get a better response from your e-mails.

 

CHRISTMAS E-MAIL TIMING

  • The week before Christmas Eve has a high e-mail response rate, so if you’re sending during the holiday season, this is your sweet spot.

NEW YEAR’S EVE E-MAIL TIMING

  • Another high e-mail open rate occurs just after New Year’s Day. Four days after to be exact.

You’ll want to keep these fast-approaching dates in mind and plan your holiday e-mail communications accordingly.

 

3 Ways You Can Make Your Online Newsletter Better

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E-Mail ImageThere are plenty of tools out there that have made it easier than ever to deliver an electronic newsletter. However, ease of use is not a substitute for good content. The hard work still needs to be done there. Here are three steps you can take to help your newsletter promote your brand and drive sales.

  1. Build a Database of Engaged Prospects

You want your newsletter to go to prospects who actually have an interest in your product or service. Respect their time and their in box. If they decide they no longer want to receive your newsletter, respect that.

  1. Recognize That Your Newsletter is a User Experience

Sending a newsletter via e-mail is a great opportunity to build a relationship with your prospects. Make sure you deliver information that is relevant to your prospects – not necessarily just information you want to share. There has to be a reason why prospects should want to read your newsletter. And, create a schedule and stick to it. Prospects want to know when they are going to receive communication from you. If you promise to reach out to them every week, make sure you do that.

  1. Always Start at the Beginning

Prospects opt-in to your newsletter at different times, so not everyone sees all of the same information. That can cause some confusion. It’s a good idea to catch prospects up by doing a series of e-mails geared directly to doing just that. Here’s where analytics can help you. After sending a welcome e-mail, you will want to follow up with strategic e-mails that highlight important information that may have been missed due to when the prospect entered the buying cycle. Choose past newsletter content that has scored the highest at converting to sales and send them out in a campaign.

Newsletters can be very successful at driving sales if you make sure you approach the opportunity correctly. Follow these three steps to get your newsletter on track.